Kurikulum 2024

Kode Mata KuliahDK4073 / 3 SKS
Penyelenggara174 - Desain Komunikasi Visual / FSRD
KategoriKuliah
Bahasa IndonesiaEnglish
Nama Mata KuliahKomunikasi PemasaranMarketing Communication
Bahan Kajian
  1. Evolusi, Konsep Dasar, dan Integrated Marketing Communication: Dahulu–sekarang, cara kerja komunikasi pemasaran, komunikasi terintegrasi, dan peran media.
  2. Branding & Customer Relationship Management (CRM): Identitas merek, nilai merek, loyalitas, manajemen hubungan pelanggan, dan implikasinya bagi desain.
  3. Psikologi & Perilaku Konsumen untuk Creative Brief: Hierarchy of effects/persuasion, sikap & perubahan perilaku, insight konsumen untuk ide desain.
  4. Riset & Perencanaan Komunikasi Pemasaran: Metode riset, perumusan masalah, interpretasi temuan, dan pengambilan keputusan berbasis data.
  5. Media Planning & Channel Strategy: Kriteria pemilihan kanal, kelebihan/kekurangan media, konsistensi pesan lintas kanal.
  6. Alat Komunikasi Pemasaran & Aplikasi Desain: Iklan, PR/publisitas, sponsorship, promosi, direct marketing, pameran—serta implikasi output desain.
  7. Rencana Komunikasi Pemasaran, Kolaborasi Agensi, dan Eksekusi Digital: Struktur rencana marcom, peran agensi, website & media sosial, serta integrasi dengan packaging/merchandising.
  1. Evolution, Fundamentals, and Integrated Marketing Communication: Past–present evolution, how marcom works, integrated communications, and media roles.
  2. Branding & CRM: Brand–Customer Relationship: Brand identity, brand value, loyalty, customer relationship management, and design implications.
  3. Consumer Psychology & Behavior for Creative Briefs: Hierarchy of effects/persuasion, attitude/behavior change, consumer insights for design ideation.
  4. Marcom Research & Planning: Research methods, problem definition, interpreting findings, and evidence-based decisions.
  5. Media Planning & Channel Strategy (Offline–Online): Channel selection criteria, media pros/cons, cross-channel message consistency.
  6. Marcom Tools & Design Applications: Advertising, PR/publicity, sponsorship, promotions, direct marketing, exhibitions—plus related design outputs.
  7. Marcom Plan, Agency Collaboration, and Digital Execution: Marcom plan structure, agency roles, websites & social media, integrated with packaging/merchandising.
Capaian Pembelajaran Mata Kuliah (CPMK)
  1. Mahasiswa mampu menjelaskan konsep inti komunikasi pemasaran (IMC, branding, CRM, perilaku konsumen, dan peran media) serta keterkaitannya dengan praktik Desain Komunikasi Visual.
  2. Mahasiswa mampu menganalisis data/temuan riset komunikasi pemasaran (khalayak, pesan, konteks, kanal) untuk menyusun creative brief dan strategi komunikasi yang terarah.
  3. Mahasiswa mampu mengembangkan dan mempresentasikan rencana komunikasi pemasaran terintegrasi (tujuan, pesan, media mix, timeline, indikator evaluasi) serta membangun argumen atas keputusan strategi secara kolaboratif.
  1. Students can explain core marketing communication concepts (IMC, branding, CRM, consumer behavior, and media roles) and their relevance to Visual Communication Design.
  2. Students can analyze marketing communication research findings (audience, message, context, channels) to develop a focused creative brief and communication strategy.
  3. Students can develop and present an integrated marketing communication plan (objectives, message, media mix, timeline, evaluation indicators) and justify strategic decisions collaboratively.
Metode PembelajaranCeramah/ Kuliah Tamu, Diskusi, Studi Kasus, Praktika StudioLecture / Guest Lecture, Class Discussion, Case Study, Studio Practice
Modalitas PembelajaranPerkuliahan diutamakan secara luring, dengan opsi sesi bauran (hybrid) untuk materi/sesi tertentu sesuai kebutuhan.The course is primarily delivered onsite (offline), with a hybrid option for selected materials/sessions as needed.
Jenis NilaiABCDE
Metode PenilaianTugas: 20%, UTS: 35%, UAS: 35%, Presensi: 10%Assignments: 20%, Midterm Examination (UTS): 35%, Final Examination (UAS): 35%, Class Participation: 10%
Catatan Tambahan